Rolls-Royce Motor Cars is jettisoning two models in the U.S. as the British ultraluxe automaker makes room for new product, including an all-electric vehicle in the next few years.
U.S. sales of the Dawn convertible and Wraith coupe will end after the 2021 model year, the company said, becoming the latest car nameplates to be dropped in a market that has shifted decidedly to SUVs and crossovers. The vehicles will continue to be available globally.
The two-door models helped Rolls-Royce diversify its customer base from billionaire barons to reality TV millennials. The Dawn and Wraith, combined, accounted for 23 percent of the 3,756 vehicles the automaker sold globally last year.
As an exclusive brand, Rolls-Royce thrives on scarcity.
"As we look into what we have coming in the future, we made the decision to take [the Wraith and Dawn] out to maintain the low volumes throughout the brand," spokesman Gerry Spahn said.
The Dawn and Wraith will not move to Rolls-Royce's Architecture of Luxury platform, limiting their shelf life, so bringing them to spec to meet U.S. emissions standards for 2022 didn't make financial sense. The Cullinan SUV and Phantom and Ghost sedans ride on the new platform, which supports internal combustion engines and battery-electric vehicles.